Tourism Ireland has launched its first major TV campaign in Australia in over seven years. The creative was developed by JWT, under the brand tagline rolled out this year, ‘Go Where Ireland Takes You’.
The TV ads aim to capture the spontaneity and fun of holidaying in Ireland and to show some great experiences Australians are likely to have here will be stumbled on by chance.
Orla Saul, Tourism Ireland Australia, said: “We feel the ads will have a particular resonance with Australians, as meeting local people and engaging with characters are key reasons why they visit Ireland.”
The TV campaign will run on Channel 7, Australia’s top free-to-air channel which rates number one in TV ratings, and will target the 55 and over age group. It will run for three weeks in tandem with online activity.
The campaign’s timing coincides with the Australian airlines’ Earlybird fare initiatives to Europe. As part of the campaign, viewers will have a chance to enter a competition to win a trip to Ireland.